Introduction:

Since 2010, the University of Northern Iowa (UNI) Office of Admissions has used a legacy CRM system for storing and processing prospects and inquiries, and to assemble populations for communications purposes. In addition, multiple, independent systems are used to deliver communications, making the current processes very time consuming and labor intensive. A more robust, user friendly system that improves the student experience and can be used by individuals and organizations across the enterprise is needed.

Objectives:

The University of Northern Iowa objectives with respect to a new CRM system are:

• To provide a unified, 360-degree view of constituent interactions, supporting the complete lifecycle of students and a variety of other constituents.

• To implement a system that supports recruitment, enrollment, retention, and development goals

• To implement a robust, user-friendly system that improves student interactions by delivering an intentional, consistent and sustainable experience

• To manage interactions with and outreach to prospective, current, and former students, as well as alumni, patrons, donors, families, employers, high school personnel (e.g., principles, counselors, superintendents), and UNI personnel and organizations (e.g., departments, committees, faculty, staff, administration), with the ability to tailor interactions/correspondence and date collected based on defined attributes or criteria.

• To implement a system that offers a variety of methods of communication, supporting personalization and individual preferences, a variety of content types (e.g., video, text, audio), streamlined communications, and effective student response/feedback mechanisms

• The management of the complete student recruiting process, in direct support of undergraduate, graduate, and distance education programs

• To implement a system that facilitates the admissions process for undergraduate, graduate, and distance education students

• To implement a comprehensive student retention system that supports student engagement and success, including the ability to quickly identify and contact students who meet defined risk indicators

• The ability to record participation in and maintain relationships with those attending campus-sponsored activities and events (e.g., performing arts events, athletic events, conferences, youth camps, etc.)

• To implement a system that supports the consolidation and integration of systems and data to facilitate analytical, data-informed, and evidence-based decision-making

• To provide improved access to data, resulting in more effective decision making

• To review, evaluate, and transform current business and operational practices when appropriate

• The development of a streamlined, integrated system architecture, additionally eliminating the need for redundant and/or “shadow systems”

• The development of a solid technological base system with a web-based approach to application deployment

• To decrease the manually intensive nature of current processes

• To have the ability to secure the system by type of constituent and provide appropriate access as needed to all faculty and staff at the university.